A study has revealed the majority of global senior advertising executives recognise digital out of home (DOOH) advertising as the best way to reach young, tech-savvy consumers on the go.
Alfi (NASDAQ: ALF), an AI enterprise SaaS advertising platform, reveals that 61 per cent of senior advertising executives strongly believe DOOH advertising is the most effective way to reach young people on the go.
Furthermore, the company found 86 per cent of advertising executives believe people on the move are in an active mindset.
Thereby, there is widespread confidence that people on the move have increased alertness outside of their homes.
Importantly this means that young, affluent consumers, who are likely to spread brand messaging via word of mouth and social media, carry out more mobile searches after interacting with DOOH ads than any other media.
Peter Bordes, interim CEO, Alfi, said, “With web browsers increasingly blocking cookies and crowds returning to stadiums, airports and rideshares, DOOH is set to grow as ad spend is rapidly relocated to the OOH sector.”
“Young adults, while ad resistant and light users of traditional media are spending more time out of home and have a variety of digital media touchpoints.”
Thus, young people are a perfect target for DOOH ads.
When asked to pick the top five sectors that will see the biggest DOOH ad increase over the next three years, 76 per cent of senior ad executives cited entertainment and media, 62 per cent selected finance, 59 per cent chose the fashion industry and 52 per cent said health and beauty.
Bordes concluded, “With more and more traditional sectors are becoming aware of the effectiveness of DOOH advertising, we can expect a higher focus on data-driven insights.”
This will be achieved by expanding advertising capabilities, analytical sophistication and delivering it all seamlessly over multiple devices.
Bordes attests that this will lead to confident purchase behaviours and one-to-one connections with consumers.
For findings, Alfi commissioned global research company PureProfile to conduct 100 interviewers with global senior advertising professionals.
Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]
In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]
Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]
Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]
Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]
Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]